Image & Positioning Research – Assessment of Awareness, Familiarity & Appeal of The America's Byways® Collection “What do American travelers think of America’s Byways®, and what’s likely to motivate them?” Methodology In order to answer these questions, as well as understand theperception of America’s Byways® among the traveling public andresidents alike, the Collection’s strengths and weaknesses, andultimately determine the ideal brand positioning and messagingstrategy to increase familiarity, motivate desire, stimulate triptaking and economic benefit to the Byway communities, Longwoods executed a custom image and branding study. The study itself was comprised of a 20-25 minute online surveythat was conducted by Internet panel, and completed by arandom and nationally representative sample of 1,500 individuals(18 years of age and older) in early May 2007. In order to allow for probing into regional differences in imageperceptions and drivers, the sample was also structured toprovide 300 completed surverys in each of the following regions across the U.S. Method Cont’d. The total sample of 1,858 overnight travelers who had taken (past 2 years) or intend to take (next 2 years) atouring, outdoors, city, theme park, special event, or other type of pleasure trip 5 regional samples were disproportionately drawn to allow regional analyses on sufficient bases, but weighted back to national proportions in the national analysis: -Northeast Region = 361 -Southern Region = 372 -Midwest = 392 -Mountain & Southwest = 359 -Pacific = 374 Figure: Regions Pacific Region: WA, OR, CA Mountain & Southwest Region: MT, ID, WY, NV, UT, CO, AZ, NM, TX, OK Midwest Region: ND, SD, NE, KS, MN, IA, MO, WI, IL, MI, IN, OH Southern Region: AR, LA, MS, AL, GA, FL, TN, KY, WV, VA, DE, MD, NC, SC Northeast Region: ME, VT, NH, MA, RI, CT, NY, PA NJ Research Objectives Identify current awareness and perceptions of America’s Byways®, All-American Roads and National Scenic Byways, and other state and federally designated byways Determine consumer perceptions of the value ofa scenic byways designation today (what doconsumers believe that the benefits of byways are) Identify strengths, weaknesses and opportunities Identify motivational hot buttons nationally and regionally to motivate consideration and visitation Research Objectives Cont’d Determine the relative importance of leveraging the intrinsic qualities of America’s Byways® Determine the interrelationship and leverage of established Byways within the Collection Provide input into a brand positioning for America’s Byways to maximize the value of designation -improved awareness, visitation and economic impact Image & Positioning Research - How well are America’s Byways® known? Figure: America’s Byways® Awareness and Usage National Have only heard the name: 37% Have seen the road signs: 7% Have traveled on them in the past: 10% Northeast Have only heard the name: 38% Have seen the road signs: 9% Have traveled on them in the past: 7% South Have only heard the name: 35% Have seen the road signs: 7% Have traveled on them in the past: 9% Midwest Have only heard the name: 38% Have seen the road signs: 9% Have traveled on them in the past: 11% Mountain/Southwest Have only heard the name: 39% Have seen the road signs: 6% Have traveled on them in the past: 9% Pacific Have only heard the name: 38% Have seen the road signs: 4% Have traveled on them in the past: 13% Figure: Awareness of America’s Byways® Routes — National Historic Rout 66-AZ/IL/NM Heard of: 79% Aware of America's Byways designation: 51% Las Vegas Strip-NV Heard of: 75% Aware of America's Byways designation: 18% The Big Sur Coast Highway-CA Heard of: 48% Aware of America's Byways designation: 25% Blue Ridge Parkway-NC/VA Heard of: 46% Aware of America's Byways designation: 28% Santa Fe Trail-NM/CO Heard of: 44% Aware of America's Byways designation: 21% Pacific Coast Scenic Byway-OR Heard of: 39% Aware of America's Byways designation: 23% The Lincoln Highway-IL Heard of: 26% Aware of America's Byways designation: 13% A1A Scenic & Historic Coasta Highway-FL Heard of: 23% Aware of America's Byways designation: 14% El Camino Road-NM Heard of: 18% Aware of America's Byways designation: 8% Natchez Trace Parkway-AL/MS/TN Heard of: 17% Aware of America's Byways designation: 11% Historic Columbia River Highway-OR Heard of: 13% Aware of America's Byways designation: 7% Figure: Awareness of America’s Byways® Routes — National (Cont'd) North Shore Scenic Drive-MN Heard of: 12% Aware of America's Byways designation: 5% Selma to Montgomery March Byway-AL Heard of: 11% Aware of America's Byways designation:8% The Great River Road-WI/MI/MO/MN/IL/IA/AR Heard of: 10% Aware of America's Byways designation: 6% The Historic National Road-IL/MD/OH/IN/PA/WV Heard of: 9% Aware of America's Byways designation: 5% Acadia Byway-ME Heard of: 8% Aware of America's Byways designation: 5% Scenic Byway 12 (HWY 12)-UT Heard of: 7% Aware of America's Byways designation: 4% San Juan Skyway-CO Heard of: 6% Aware of America's Byways designation: 3% Seaway Trail-NY Heard of: 6% Aware of America's Byways designation: 3% The Beartooth Highway-WY/MT Heard of: 6% Aware of America's Byways designation: 3% Kamcamagus Scenic Byway-NH Heard of: 5% Aware of America's Byways designation: 3% Creole Nature Trail-LA Heard of: 5% Aware of America's Byways designation: 2% International Selkirk Loop-WA Heard of: 3% Aware of America's Byways designation: 1% Image & Positioning Research -What do they think of America’s Byways®? figure: Overall Assessment of Most Recent Trip On America’s Byways® Base: Past 3-yr. travelers on America’s Byways®-designated route Had a memorable experience: 92% Figure: Trip Experiences Base: Past 3-yr. travelers on America’s Byways® -designated route Visited a scenic lookout/viewpoint: 87% Took pictures/video: 75% Visited an historical attraction: 73% Visited a National or State Park/Forest: 73% Spent time in a small town or village: 73% Took a nature walk: 67% Ate at a chain restaurant: 66% Spent time viewing wildlife: 64% Went shopping: 64% Ate unique local food: 60% Explored a unique/distinct community: 59% Did something unique/new: 58% Figure: Trip Experiences (Cont'd) Base: Past 3-yr. travelers on America’s Byways®-designated route Visited a cultural attraction: 51% Visited a friend or relative: 49% Visited an archaeological site/attraction: 40% Went hiking or biking: 40% Attended a fair, festival, special event: 38% Went fishing or boating:26% Went antiquing:23% Went skiing: 9% Figure: Type of Accommodation Used on Most Recent Trip \ Base: Past 3-yr. travelers on America’s Byways®-designated route Hotel, motel or B&B: 60% campground or RV park: 24% Other commercial accommodations: 17%